In the vast sea of marketing strategies and techniques, B2B marketing has been known to be one of the most difficult form. This acknowledged fact has created a constant struggle for marketers to keep trying new ideas and techniques to conquer the challenge. However, very few have surpassed the challenge because of the inherent problems with the methodologies being used.
Understanding these underlying issues would enable marketers to conquer the roadblocks they face while marketing for b2b businesses.
1. Lack of personalized and resonating content: The old way of marketing to the database is no longer effective. People engage with content that subscribe to their beliefs, and content that resonates with them. In today’s times, where the engagement leans towards personalized content, the traditional spray and pray marketing would not work.
2. Legacy Channels: Most businesses promote their product and services in a similar way by participating in trade shows, listing on trade portals, advertising on trade magazines, and implementing search engine optimization. But these old ways of marketing are destined to fail because they are ineffective or irrelevant to generate quality leads and higher value conversions.
3. Misaligned marketing and sales teams: The two departments that are interdependent and yet unaligned. This approach of working in silos leads to wastage of resources and poor customer experience which further leads to low conversions. To achieve better results, there needs to be a symphony among the departments that binds them towards achieving the desired result.
4. Not involving experts: Most businesses build teams that cost them a lot of time, effort, and money who also use conventional methodologies. More prudent for them would be to work with an agency that has better resources in terms of people and technology. Thus, high chances of success. Research has shown that working with an agency costs much less and has a higher probability of success.
5. Power of Influencers: In any organization, multiple people are involved in the decision-making process and each play an important role in influencing the decision. If the messages are uniquely created as per the personas of the decision-makers and the influencers, the probability of engagement is naturally much higher.
6. Not using technology to assist marketing: While every business is striving towards growth and success they often underestimate the power of technology in marketing. Advanced customer relationship management systems allow marketers to optimize their efforts and track their progress much efficiently leading to growth and higher ROI. Incorporating CRMs, workflows, and dashboards in the marketing process improves performance to a large extent.